Slidedeck from the thesis proposal introduction on September 17, 2018 in the Marketing Strategies course FEGC02 at Karlstad Business School, Karlstad University, Sweden.

1. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp
Thesis proposal
Introduction
Autumn 2018
Jörg Pareigis

2. Difference between scientific and
newspaper article
 Who writes those articles? What’s their
background?
 How and who checks for the quality of the
article?
 What’s the content of the article?
 Who is the audience for the article (general
public/experts/business
professionals/researchers etc.)?

3. Scientific articles
 What’s the structure of the articles?

4. Think introduction of scientific article
Role model: Research
article

5. • in-depth knowledge in central areas of marketing
strategy, such as consumer behaviour, competitive
strategy, and marketing communications
• able to identify and analyse strategic situations in
businesses
Learning outcomes

6. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp
Examinations
Module 1 Module 2 Module 3 Total
Individual
test
15 15 15 45
Project
report
10 10 10 30
Final report 15
Self + peer
assessm.
5
Thesis
proposal
5

7. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp
Evaluation criteria
Problem formulation and aim
Connection to theory and earlier research
Language, formalities such as list of references
and structure
Independence and creativity

8. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp
What is a research problem?

9. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp
Example of relevant research problems
(expressed as questions)
 How do customers co-create value with companies?
 How do manufacturing companies implement services in their
portfolio?
 How do front-line staff contribute to innovation?
 What motivates front-line staff to contribute in innovation projects?
 In what way (if any) do customers’ and employees innovative ideas
differ?
 Requirements for research problems:
– Build on earlier research
– Possible to investigate
– Contribute with new knowledge

10. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp
Problematizing
 Knowledge gap localized
 Problem motivated
 Possible to generalize to
more general phenomena

11. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp
Introduction – most important content
 Problematizing – identify gap and motivate problem
 Aim and/or questions
 Introduction of empirical study
 Disposition
 (Most important contribution)
 Should be able to be read independent of abstract.

12. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp
Sources of inspiration
Your ideas and interest!!!
You can get inspired by articles in scientific journals.
You can find a list of scientific marketing journals here:
 One ranking of marketing journals - bit.ly/fegc02_ranking
Course literature
 Referred studies / reference list

13. Jörg Pareigis – jorg.pareigis@kau.se – 054-700 23 39 – @joergelp
Other important information
Deadline: 5th November 07:30 – 2 pages
Voluntary assignment
Work in groups of two
Limited hours of supervision with one lecturer
 Either group based or with multiple groups tbd by lecturer
 Sign-up for groups in Canvas – deadline: 23/9